Weikfield Foods announces the introduction of Weikfield Iron Fortified Pasta. This latest offering from Weikfield is a promising solution for those parents who are not only looking for iron-rich options for their children but also without compromising on taste.
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The latest campaign from Weikfield features its CEO, D.S. Sachdeva undergoing a lie detector test to share the truth about the authenticity of the product in order to solidify customer trust. This move is to affirm Weikfield Fortified Pasta’s bold nutritional claims, emphasizing its rich content of protein, fibre, iron and absence of refined flour (Maida).
Expressing his thoughts on the launch, D.S. Sachdeva stated – “Weikfield has always strived to assist mothers in striking the right balance between taste and nutrition. In India, pasta often gets wrongly labelled as junk food. Most don’t realise that most pastas like Weikfield Pasta, inherently made from wheat and often served with vegetables and white pasta sauce (laden with cheese and milk), is a nutritional powerhouse. It essentially combines the goodness of Roti, Sabji and Doodh. As industry pioneer, we’re determined to rectify this misconception through a differentiated product as well as with a differentiated communication. Through our iron-fortified pasta range we wanted to offer Indian consumers the taste of authentic Italian pasta along with the power of micronutrients.
We have thus gone the extra mile to ensure that we too don’t compromise on the qualitative aspect of our product simply to match the pricing of other products available in the market. This launch is not just an addition to our product line; it’s a transformation in how pasta is perceived – as wholesome meal choice for children.”
Diving deeper into the inspiration behind their campaign, Sachdeva added – “Typically, consumers are skeptical of marketing claims. What better way to shatter that skepticism? When my marketing team came up with the idea of me taking a lie detector test on camera, I didn’t hesitate.”
Further reiterating his words, noted pediatric, Dr. Indu Khosla commented – “Iron is the mineral that babies and children need for good health and development. Iron deficiency can affect how older children do in school. Low levels of iron can make it hard for children to concentrate and cause them to feel tired and weak. And as Weikfield pasta contains iron content equivalent to having two bowls of spinach then it can surely be a great option.”
The product will be available in 3 shapes: Penne, Elbow, Fusilli and will be widely available in top retail and stores and also on most ecommerce platforms across major metros in India.